From Contacted to Closed: The Art of the Renewal Conversation

This blog is authored by Jenn Harvey of Jennifer Harvey Consulting, and Jeff Saenger, VP of Customer Success at BoostUp.

The First Renewal Call Can Make or Break Your Retention Rates

Renewal conversations differ from initial sales calls in both structure and intent. While initial sales calls focus on selling a promise, renewal conversations are about reinforcing the value already delivered—and setting the stage for future success.

Structured renewal conversations have a direct impact on customer retention and long-term revenue growth. When handled well, they reinforce customer confidence, strengthen relationships, and increase the likelihood of securing renewals. On the other hand, poorly executed renewal calls can create uncertainty and doubt, leading to delayed decisions, reduced contract value, or outright churn. A successful renewal conversation isn’t just about closing the deal—it’s about demonstrating the value of the partnership and setting the stage for future success.

In this article, we’ll walk through a comprehensive framework to help you master renewal conversations—from preparation to follow-up—so you can increase win rates, reduce churn, and build lasting customer relationships.

Pre-Call Preparation

Thorough preparation sets the foundation for a successful renewal conversation. Focus on these three key areas:

• Conduct Account Research: Map stakeholders (noting any turnover), analyze usage patterns, document business outcomes (ROI, cost reduction, increased efficiency), and identify potential obstacles.
• Create a Customized Presentation: Develop a customized deck with key achievements, usage insights, and ROI calculations that connect to their business metrics. Include visualizations of positive trends.
• Crafting your narrative: Identify 3-5 value anchors aligning with their goals, prepare for addressing any gaps honestly, and anticipate potential objections with thoughtful responses.

The Anatomy of an Effective Renewal Call

A successful renewal call follows a structured arc designed to build confidence, demonstrate value, and secure commitment. Each phase serves a specific purpose in advancing the renewal process.

Section 1: Open the Call – Establish Rapport and Set the Agenda

The first 90 seconds set the tone for the call. Establishing trust early increases engagement and alignment.

• Use video: Build personal connection with appropriate energy level
• Open with purpose: "I'm looking forward to discussing how we can build on our shared success and drive even greater value moving forward."
• Build relevant rapport: Reference company news or ask about their professional goals – skip the small talk
• Set a collaborative agenda: "I thought we could review accomplishments, discuss challenges, and talk about our upcoming partnership anniversary. Does that work for you?"
  
  

Section 2: Deliver Your Presentation – Focus on Value and ROI

A successful renewal conversation isn’t about features—it’s about value. Focus on how your solution impacts the customer’s business.

Highlight Partnership Success

• Before/after framing: Compare the customer's state before your solution versus now.
• Celebrate milestones: Reinforce joint achievements throughout the partnership.
• Quantify value: Use specific numbers and business outcomes.
• Future possibilities: Highlight how continued partnership will unlock additional value.

Address Gaps with Honesty

• Acknowledge shortfalls:  Be transparent about challenges without making excuses.
• Pivot to solutions:  Present a concrete action plan for improvement.
• Build Confidence: Position challenges as opportunities to strengthen the partnership.

Articulate ROI

• Tailor to Stakeholder: Focus on business outcomes for executives, and ease-of-use for day-to-day users. 
• Future Value: Project how future engagement will increase ROI. 
• Link to Business Goals: Align outcomes with the customer’s strategic priorities.

Maintain Engagement

• Ask strategic questions: “Does this match your experience?” 
• Monitor signals: Adjust based on tone, body language, and participation. 
• Pause with intent: Give space for customer feedback and adapt accordingly.

Section 3: The Last 15 Minutes are Critical – Ask for Commitment and Create a Mutual Plan

The final phase of the call determines the outcome. Directly asking for a commitment increases your chances of securing a renewal.

1. The Direct Recommendation Question
   • Frame clearly: "As we approach our partnership anniversary..."
   • Ask directly: "Based on the value you've received, would you personally recommend renewing our partnership?"
   • Wait for their complete response without filling the silence.
     
     
2. Handle Responses Appropriately 
   • For "Yes" responses:
     
     • Confirm why they're recommending renewal
     • Explore their approval process, budget, and timeline
   •  For "Maybe" or “No” responses:
     • Thank them for their honesty 
     • Identify what's preventing a full recommendation, and propose a plan to address it
       
       
3. Use the LAER Framework for Objections
   • Listen: Fully hear the customer’s concern without interrupting
   • Acknowledge: Show empathy and confirm understanding
   • Explore: Ask open-ended questions to surface the true objection 
   • Respond: Offer a solution tied to the customer’s goals
     
     
4. Create Mutual Action Plan

• • Document concerns, assign ownership, set deadlines, and define success criteria.

Section 4: Close the Call and Secure Next Steps

• Reinforce value and summarize agreed actions
• Set the next meeting before the current call ends: “Let’s schedule a follow-up now—I’m available Tuesday at 2pm or Wednesday at 10am”
• Establish communication expectations for the interim period

Post-Call Follow-Up

1. Send a strong recap email that continues to sell for you, within 24 hours.  Consider a format that includes:
   
   • Clear Subject Line: “Next Steps from our Renewal Discussion”
   • Impactful Summary: Thank them, restate value points,
   • Action items: List owners, deadlines, and follow-up expectations
   • Include: relevant attachments and copy appropriate stakeholders
     
     
2. Update Your CRM
   • Document call outcome and next steps
   • Update Stage, Forecast Category, and Milestone fields
   • Flag risks or opportunities for internal team members

Conclusion

Mastering renewal conversations is a key driver of predictable revenue growth. When you focus on reinforcing value, addressing gaps, and securing clear commitments, you transform renewal calls from transactional check-ins into strategic opportunities that strengthen partnerships and drive long-term success.

Apply this framework to your next renewal conversation. With thoughtful preparation, clear structure, and focused follow-up, you can increase win rates and deepen customer relationships—setting the stage for continued success.